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HarperCollins and the Sutter Home Winery have partnered to launch a promotion that features neck hangers on 1 million bottles of wines in the liquor aisles of Albertsons grocery stores, writes Promo Magazine (via AdJab). The hangers offer $2 off a HarperCollins book. The promotion also includes in-store displays, with featured books The Reading Group and The Friendship Test, both by Elizabeth Noble. The neck hangers offer $1 off on Colavita olive oils, as well.
The partnership is meant to show that both reading and drinking wine can be social events, according to Hope Innelli, vp and associate publisher of Harper Paperbacks. The program hopes to develop new reading groups outside of the traditional book reader, she said.
The promotion is part of the Sutter Home Wine and Reading Society, which features different books from the Harper’s catalog along with recipes and wine pairings. A sweepstakes element is included.
HarperCollins plans to roll out the promotion in other grocery chains soon.
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